https://www.tessabarrera.com/redbull2 daily 0.75 2024-09-01 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562425816293-LH66PN0FD2FYJE1Y7NGG/tumblr_nkds5fgE3j1uoj4yho1_540+%281%29.jpg Red Bull Global Head of Social media https://images.squarespace-cdn.com/content/v1/56cf2c4422482e3c14ce70f9/1457368284135-VPIGT9G99UIGNV5ZOOQR/29.27.11_p04_PS6.jpg Red Bull Global Head of Social media https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562425816293-LH66PN0FD2FYJE1Y7NGG/tumblr_nkds5fgE3j1uoj4yho1_540+%281%29.jpg Red Bull Global Head of Social media https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562442646936-QXWBXNYJ3G8XF1WJB6N5/tumblr_nkdp3e7RI61uoj4yho1_540.jpg Red Bull Global Head of Social media https://www.tessabarrera.com/mancity2 daily 0.75 2024-09-01 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562356633683-P9PM4419ONHE3SMIVUM4/Amazonwebsite+v2.jpg All or Nothing: Manchester City https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562423665100-84GOUKRH8ZFOWIMWZRX2/image-asset.jpeg All or Nothing: Manchester City - All or Nothing Manchester City | Amazon Prime Original Trailer https://images.squarespace-cdn.com/content/v1/56cf2c4422482e3c14ce70f9/1457371187271-5UC3QZF6CRXETLLHVA1K/29.27.11_p06_PS6.jpg All or Nothing: Manchester City https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562424009196-1HAR83CKRB3EW3CGQLQ4/Screen+Shot+2019-07-06+at+15.39.48.png All or Nothing: Manchester City https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562424105448-00WEI9MU2W46M0E0Q67N/image-asset.jpeg All or Nothing: Manchester City - Pep Guardiola Half-Time team talk | All Or Nothing | Now on Amazon Prime https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562424325720-VL2HLSSO0WUGQJ5T9O54/Screen+Shot+2019-07-02+at+19.29.29.png All or Nothing: Manchester City https://www.tessabarrera.com/work daily 0.75 2016-03-04 https://www.tessabarrera.com/stratos2 daily 0.75 2024-09-01 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562356476578-L1RC4X6VQSIT0J83F3S3/6162h.jpg Red Bull Stratos https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354439109-XDN4GYUFVO0PINTJL8QP/tumblr_nkds8lo8Uh1uoj4yho1_500.jpg Red Bull Stratos https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354528507-YSNY8EP50N3J2M64KIYW/image-asset.jpeg Red Bull Stratos - Red Bull Stratos Social Highlights https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354650477-13EAXRUJHKXG383PIKTV/image-asset.jpeg Red Bull Stratos - Felix Baumgartner's supersonic freefall from 128k' - Mission Highlights https://www.tessabarrera.com/work-avenue daily 1.0 2025-12-26 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562510474511-B3ZN0YHS9LZ7Q4E6C3FX/https+_blogs-images.forbes.com_ianmorris_files_2016_05_TheGrandTour_UK.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562510628546-AO4DM2D4LTXJFKLIKI44/Screen+Shot+2019-07-07+at+15.43.24.png Work Example article from Digital Spy about #GrandTouraFilm which was spawned from Reddit fan art. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562510847955-ZBO8W3R88UV7IOX8JW81/C3GGzguXcAEF3vB.jpg Work - #GiveMeHeads Leaning into the cheeky nature of the presenters, three giant heads were trasnported across the world. At the end of the journey, fans were given the opportunity to win the heads by sharing where they would put their giant head and using this very simple hashtag. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562505832788-XKX8D7UV166RW3XAKCUL/The-Grand-Tour-season-three.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562510983361-9ZDKBK641FKMCT8LGR6A/amazonshit-796x448v2.jpg Work To launch season 3, we wanted to drive conversation about the show. What better way then a hashtag celebrating Amazon’s Hit Car Show. As many media articles pointed out, the hashtag could have many meanings leaving both fans and non-fans globally talking about the show. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/7ec22e51-6ca8-4550-8494-691d91370f5e/IMG_9831.png Work - Revamping the Influencer Strategy Drove a deeper look at the impact of air up’s global influencer strategy, which identified that given the volume of creators used, trust was being lost for the brand. In turn, I created a 2-fold strategy to help drive more impactful marketing 1) hero brand ambassadors and 2) transactional traditional influencer partnerships. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/6a86c1f8-38d4-4690-bd3e-5495cb6d8363/ezgif-4-b8f505e189.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/9e7cfefb-b85d-4412-b0f7-822bfcc0291f/maxresdefault.jpg Work - Deeper Relationships As part of the hero strategy, we worked to build deeper relationships with our creators, supporting them on their adventures and ideas. This further amplified with custom product, bundles and landing pages to show our deep partnership. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/c4f951f1-6ee8-408b-904d-aad60f123e43/Screenshot+2024-09-01+at+13.58.26.png Work - Be Tactical with Vouchers and cTAs Using mega creators just for reach, producing similar content, with discounts across the same channels leads to distrust, lower conversions, and higher costs. Be tactical in when to use transactional creators, how often, their size and the use of discount codes. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/12563abe-dbf6-498e-a2da-f871a77fba8c/unnamed+%281%29.png Work - Built Community first Insights Although challenging in a fast paced environment, to help challenge the authenticity issue, we had to first build creative partnerships. This means understanding the communities and what they react positively to, what they love about the creator, and how they engage with other partnerships. This focus on reading community comments, created engaging content for creator audiences. This shift helped to drive meaningful country revenue uplifts, even without direct calls to action. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/5caa99ee-4c29-4046-b7bc-715a20156aa2/Screenshot+2024-09-01+at+13.51.42.png Work - Build Partnerships that make sense Ensure bigger partnerships are designed to match air up’s product functions and ethos, but reaching newer audiences that owned media will not reach. Content production lives on their channels to drive brand awareness, where bespoke content designed for air up’s owned channels is for engagement. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/aa6b20c2-4649-4e7c-b7f6-fa574bae2481/ezgif-1-afd638529c.jpg Work - YouTube Shorts With the launch of YouTube Shorts, the company was competing against the giant of TikTok. The key factor missing was the ability for trend content to be built on YouTube Shorts before TikTok. To help support this effort, I worked to help build a trends engine that identified trends on platform early, seed them to creators, and find ways to amplify across other social channels. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/b69f50bb-e3d5-4f0b-9f91-2552edd50322/ezgif-1-76a1cac665.jpg Work - Leading Initiatives Led EMEA social media strategy for creators and consumers, along with owned social channels. Supported the launch of YouTube Shorts by identifying trends to kickstart a trends engine and drive relevancy for the new product. Led multiple x-Google initiatives around key EMEA topics that supported executive and Google properties. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/4b059492-209d-40b1-827e-b98842ee0e37/1668446629682.jpeg Work - YouTube Creators Creators are the heart of YouTube, they are also our biggest advocates and critics. To ensure we built positive relationships and perception for the platform, a strategy was designed to help humanise the brand via actually showing up for our creators where they were. By actually watching creator content, commenting, and elevating their content across YouTube channels, we saw a positive sentiment shift across for YouTube across the communities. These learnings were scaled out globally to all markets and also built in to our event strategy to ensure we connected and supported our creators at local, regional, and global events - building shareable moments, but also moments of connection. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/0aa289a1-93a9-49ca-9737-5334e51695b9/9kWCjYF2nHaluq88.jpg Work - Connecting Creators and Fans Building on the insight of creators and their connection to their communities, worked on initiatives such as YouTube Love Notes that elevated fan comments in support of their creators to let the creators see how appreciated they were. Other activations include cross-Google partnerships for International Women’s Day and holiday moments. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354439109-XDN4GYUFVO0PINTJL8QP/tumblr_nkds8lo8Uh1uoj4yho1_500.jpg Work - Red Bull Stratos Led the social strategy for the Red Bull Stratos, a scientific mission to 120,000 ft that saw one man jump from a stratospheric balloon and break the speed of sound in freefall. The core of this strategy was challenging existing company goals, to drive everyone to redbull.com to watch. Using the insight that people would go to their favourite video platform or local news station to learn more, the social strategy focused on having the live video embedded on every potential website. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354439109-XDN4GYUFVO0PINTJL8QP/tumblr_nkds8lo8Uh1uoj4yho1_500.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562424009196-1HAR83CKRB3EW3CGQLQ4/Screen+Shot+2019-07-06+at+15.39.48.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562424325720-VL2HLSSO0WUGQJ5T9O54/Screen+Shot+2019-07-02+at+19.29.29.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562423665100-84GOUKRH8ZFOWIMWZRX2/image-asset.jpeg Work - All or Nothing: Man City All or Nothing: Manchester City is an 8-part, behind the scenes documentary that followed the Manchester City Football Club across their 2018 championship winning season. This as the first All or Nothing international series for Amazon Prime Video and key moment to understand if the series could thrive outside of America. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562424009196-1HAR83CKRB3EW3CGQLQ4/Screen+Shot+2019-07-06+at+15.39.48.png Work - Social Strategy The social strategy focused on a distributed approach, going to where the fans were to drive awareness. Over 100 bespoke clips were made for the Manchester City team, Man City players, media, partners, and fan groups, tailored to what their own fans wanted to see. This approach drove over 125 million organic views of clips from the show and led #allornothing to trend for 2 days upon its release in the UK, US and ES. Diving into the conversation at release weekend, 39% of all conversation relating to Manchester City related back to the All or Nothing series. This grew in relation to Amazon, where 79% of all conversation in the UK about Amazon related back to All or Nothing. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/46769c40-52f9-4b00-9158-fa68a428d1c9/Dk6DELUW4AEel7B.jpg Work - Out of Home OOH efforts were also placed to drive maximum social conversation. By strategically targeting areas of Manchester that were pro-City with bespoke messages, and the wider Manchester area with large, unmissable key images and quotes, the billboards were made for attention. These billboards were shared on social channels across their run time and drove more organic social conversation to extend the reach of the show. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562356476578-L1RC4X6VQSIT0J83F3S3/6162h.jpg Work - Challenged ego Customer behaviour was always put at the forefront, and this required deep understanding of what customers engaged in. From building out metrics to understand repeat engagements from social users to understanding how people engaged online, the heart of the Red Bull social strategy was built from the customer up. This meant challenging internal objectives, such as with Red Bull Stratos, which was given the goal to be bigger than the moon landing, while hosting the livestream on redbull.com. Knowing the customers, we knew they shared from other sites repeatedly vs redbull.com and in turn driving people to a destination is harder than being the one place they go to. So from a social POV, we were able to push for a social platform, YouTube, to host the video with embeddable feeds being distributed globally to news sites, other social platforms, and other websites. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562425816293-LH66PN0FD2FYJE1Y7NGG/tumblr_nkds5fgE3j1uoj4yho1_540+%281%29.jpg Work - Global head of social Media Joined the Red Bull team in 2011 to become the Global Social Media Manager. Created a social media strategy for all of Red Bull’s own editorial social channels,and increased interactions and impressions 8x in 6 months organically. On top of increasing all channel audiences (e.g. Red Bull Facebook page grown from 10 million to 35 million), the Red Bull brand was named the #3 Most Engaged Brand via Mashable and the #1 Social Media Video Company by Go Viral in 2012. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562438439879-0STIVZG1SUBE2T12WB8G/tumblr_inline_pe9oy3HDNT1qzup2f_540.png Work - Designed Every Moment Every touchpoint was curated to build opportunities to share from live events, online content, owned social content, product and even athlete interactions (see Artograph) By designing every potential moment to have social built into it, we designed moments of luck to drive social conversation and the brand image of Red Bull Gives You Wings. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562442646936-QXWBXNYJ3G8XF1WJB6N5/tumblr_nkdp3e7RI61uoj4yho1_540.jpg Work - globally recognised The strategy was built on the principle of “Why would they care? Why Would they Share?” Rather than selling the product or pushing CTAs consistently, the idea was to understand the audience and design content and engagement strategies for consumers both on and offline. This strategy showed an uptick in considered purchases by fans of the page from a 2011-2012 Nielsen Study, and has oft been cited as a best in class social media marketing example. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/cc325e2e-986b-4156-bc7c-c2413dc67db7/download+%282%29.jpeg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1ee904b2-3088-4052-b283-75fb5f26061e/download+%281%29.jpeg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/3d815761-ebc0-4c68-b017-53ce50799b89/images.jpeg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/4bb3a71d-a36f-499a-b5df-7e5c28db918c/download+%281%29.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562425947389-2A4PLV0NCNR8TV0DVALL/tumblr_nkdr5upj1U1uoj4yho1_540+%281%29.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562426702477-WVD90NCLP7WHKPS2JAOP/Screen+Shot+2019-07-06+at+16.24.22.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562437792658-IEPZN9FKGN7MCP1CTOLC/tumblr_nkdocmSi0d1uoj4yho1_540.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562438103265-HALMEC3Y0IDOSLMRZM3O/tumblr_nkdpsmGkBZ1uoj4yho1_540.jpeg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562438254360-MWRHR19STH8S7VEIOAXB/tumblr_nkdsv5B0TC1uoj4yho1_r1_540.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562438409366-SA3QH47CPU4XP669VSGI/tumblr_inline_pe9oy3HDNT1qzup2f_540.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562588893641-JLI52LKF23MEQBZ0SR67/tumblr_nkdt22gG6i1uoj4yho1_540.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562439094358-9ZS4GYJMIVH0UQGDUKAK/tumblr_nkdq3j2yCX1uoj4yho1_r3_540.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562439259540-BM4JWISZWC8FJB4VAZQ2/tumblr_nkdo0x0olR1uoj4yho1_500.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562440145377-M8UN3AS8ALE82NGXM15I/tumblr_nkdmzyINcU1uoj4yho1_540.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562441685919-8HYV4LUDOBP6F2MUGMUL/images.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562442003600-BT51QZQSXOTTSJNR37HL/tumblr_nkdlnhdTmn1uoj4yho1_r1_540.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562511183477-XWAWDZO6H0I0WGX282PL/The-Grand-Tour-season-three.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562584966678-ESEKYNQ7QNNPLE7L4X7M/lou_mkt_17.png Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562587212897-QNQDSKZG4IPH2EL6KI1V/amazonprimevideons-1.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562588544582-QZWV1XH9K0L0XA9F2J8N/pizza-hut-eye-tracking.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562589322876-J9DLZA5GQ2GJUB8AW9F1/diet_coke.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1725182173480-1ZPF38NKIZY6832X2I7S/ezgif-1-afd638529c.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1ad1f66d-33dd-4148-b1a3-77c8c583e569/ezgif-2-48fdef4071.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354439109-XDN4GYUFVO0PINTJL8QP/tumblr_nkds8lo8Uh1uoj4yho1_500.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562425816293-LH66PN0FD2FYJE1Y7NGG/tumblr_nkds5fgE3j1uoj4yho1_540+%281%29.jpg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562423665100-84GOUKRH8ZFOWIMWZRX2/image-asset.jpeg Work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/3cd4f4dd-d534-45f6-9b5a-5fe52073b8f2/Screenshot+2025-12-26+at+19.09.21.png Work https://www.tessabarrera.com/new-gallery-1 daily 0.75 2024-08-31 https://www.tessabarrera.com/about daily 0.75 2019-07-10 https://www.tessabarrera.com/contact daily 0.75 2019-07-06 https://www.tessabarrera.com/home daily 0.75 2023-04-04 https://www.tessabarrera.com/latest daily 0.75 2023-04-04 https://www.tessabarrera.com/about-avenue daily 0.75 2024-09-01 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/de664ae9-54d5-4680-85cd-223d7b4c80aa/07+GLEN+SANNOX_1030.jpg About https://www.tessabarrera.com/services daily 0.75 2024-09-01 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1ad1f66d-33dd-4148-b1a3-77c8c583e569/ezgif-2-48fdef4071.jpg Services - Creator/Influencers Activating online creators in strategic manners to drive brand building with immediate return [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562442102314-746DBZ2B4KVH5NGZ1DND/tumblr_nkdlnhdTmn1uoj4yho1_r1_540.png Services - PR & Communications Ensuring stories are placed in the most impactful places to further brand goals [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354439109-XDN4GYUFVO0PINTJL8QP/tumblr_nkds8lo8Uh1uoj4yho1_500.jpg Services - Digital Strategy Matching key goals to consumer behaviour to drive measurable impact [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562505832788-XKX8D7UV166RW3XAKCUL/The-Grand-Tour-season-three.jpg Services - Gallery of All Work An overview of all work https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562587212897-QNQDSKZG4IPH2EL6KI1V/amazonprimevideons-1.jpg Services - Social Media & Events Building from the community up to build shareable moments and impactful business returns [Read More] https://www.tessabarrera.com/the-grand-tour-copy daily 0.75 2024-08-31 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562510847955-ZBO8W3R88UV7IOX8JW81/C3GGzguXcAEF3vB.jpg The Grand Tour (Copy) - #GiveMeHeads Leaning into the cheeky nature of the presenters, three giant heads were trasnported across the world. At the end of the journey, fans were given the opportunity to win the heads by sharing where they would put their giant head and using this very simple hashtag. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562510983361-9ZDKBK641FKMCT8LGR6A/amazonshit-796x448v2.jpg The Grand Tour (Copy) To launch season 3, we wanted to drive conversation about the show. What better way then a hashtag celebrating Amazon’s Hit Car Show. As many media articles pointed out, the hashtag could have many meanings leaving both fans and non-fans globally talking about the show. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562510474511-B3ZN0YHS9LZ7Q4E6C3FX/https+_blogs-images.forbes.com_ianmorris_files_2016_05_TheGrandTour_UK.jpg The Grand Tour (Copy) https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562505832788-XKX8D7UV166RW3XAKCUL/The-Grand-Tour-season-three.jpg The Grand Tour (Copy) https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562510628546-AO4DM2D4LTXJFKLIKI44/Screen+Shot+2019-07-07+at+15.43.24.png The Grand Tour (Copy) Example article from Digital Spy about #GrandTouraFilm which was spawned from Reddit fan art. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562511183477-XWAWDZO6H0I0WGX282PL/The-Grand-Tour-season-three.jpg The Grand Tour (Copy) https://www.tessabarrera.com/strategy daily 0.75 2024-08-31 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562440163297-WPR3924XDOACDEEO36BT/tumblr_nkdmzyINcU1uoj4yho1_540.png Strategy - Mastercard To solve the idea of taking the boredom out of holiday shopping, designed a social gift finder which allowed users to set a price point, and then using social insights and platform connections drove a seamless shopping experience powered by Mastercard. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562437815998-LGMG3AKJQRCLU5AHPJKM/tumblr_nkdocmSi0d1uoj4yho1_540.png Strategy - Pepsi Refresh Project Working as the lead social strategist with HUGE to build the strategy for a social first, integrated digital initiative to allow anyone to submit an idea for a grant to help their community to be paid for by Pepsi. The approach drove over 3 billion earned media i§mpressions, 5 million site registrations and 63 million votes. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562354439109-XDN4GYUFVO0PINTJL8QP/tumblr_nkds8lo8Uh1uoj4yho1_500.jpg Strategy - Red Bull Stratos Challenged the business ask to drive people to redbull.com to watch this record breaking jump, by building a content distribution strategy that in turn drove 8.4 concurrent million viewers. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1596796222799-CCXCDCQ4ZB7V9W5CF6BJ/1200px-YouTube_social_white_square_%282017%29.svg.png Strategy - YouTube Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562425947389-2A4PLV0NCNR8TV0DVALL/tumblr_nkdr5upj1U1uoj4yho1_540+%281%29.jpg Strategy - Revolution in Sound Strategy to celebrate 30 years of UK club culture in both real and digital executions. On 1 night, the London Eye played host to 30 clubs in 30 pods, with 30 live streams. Online, To building the first social archive of club night memories building connections amongst people, experiences, and locations. [READ MORE] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562439281018-LTB50AH6WFRNHLE9AIQF/tumblr_nkdo0x0olR1uoj4yho1_500.jpg Strategy - UNDP In 2010, the United Nations Development Programme wanted to drive engagement with its focus on the Development Goals using the 2010 FIFA World Cup in Cape Town as a kick off. A full strategic plan was designed to create a site and a redefined social presence that amplified its messages while building social power for its teams on the ground. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562426702477-WVD90NCLP7WHKPS2JAOP/Screen+Shot+2019-07-06+at+16.24.22.png Strategy - ITV Goalface For the 2014 FIFA World Cup, ITV wanted to position itself against the BBC, drive viewership, and boost followers of @itvfootball. Designed the strategy for #goalface, leveraging the insight of people capturing viewing online with social content creation. The activation lived on social, featured in broadcast, and online, driving more engagement than the BBC’s online activities. [Read More] https://www.tessabarrera.com/social-media-events daily 0.75 2024-08-31 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562441685919-8HYV4LUDOBP6F2MUGMUL/images.jpg Social Media & Events - Alliance of Youth Movements Directed press and social strategy for the U.S. Department of State, White House, Facebook, Google, YouTube, MTV and Columbia Law School for the Alliance of Youth Movements Summit in December 2008 working directly with social media movements that affected global political changes. Drafted a social media playbook distributed to youth movements across the globe. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562423665100-84GOUKRH8ZFOWIMWZRX2/image-asset.jpeg Social Media & Events - All or Nothing: Manchester City Creation of over 100 bespoke clips were made for the Manchester City team, Man City players, media, partners, and fan groups, tailored to what their own fans wanted to see. Drove over 125 million organic views of clips from the show and in the UK on release weekend, 79% of all social conversation in the UK about Amazon related back to All or Nothing.[Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562511183477-XWAWDZO6H0I0WGX282PL/The-Grand-Tour-season-three.jpg Social Media & Events - The Grand Tour The social media strategy focused on staying authentic to fans of Top Gear, my making fans feel as if the social media was done by Clarkson, Hammond, and May themselves. It was to be raw and true vs traditional social media marketing. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562587631842-VI77A26CG1A411PWZ66H/Amazon-Prime-Video-for-Apple-TV-001.jpg Social Media & Events - Amazon Prime Video Led the social media team for Amazon Prime Video in the EU. This included direct focus on creating and implementing the strategies for EU produced Amazon Original titles and live events. Supported the EU social media team on creating paid and organic strategies for Amazon Originals produced in the US, films, channels, transaction video on demand, and 3rd party content acquisition. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562425816293-LH66PN0FD2FYJE1Y7NGG/tumblr_nkds5fgE3j1uoj4yho1_540+%281%29.jpg Social Media & Events - Red bull Drove global social strategy and activation across all Red Bull properties including social channels, TV, athletes, sports, events and film. Led the Red Bull brand to be named the #3 Most Engaged Brand via Mashable and the #1 Social Media Video Company by Go Viral in 2012, and drove sales impact for considered purchases via a Nielsen Study [Read More] Also explore: * Red Bull Stratos * The Art of Flight * Red Bull Afterparty * Red Bull Artograph https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1596796222799-CCXCDCQ4ZB7V9W5CF6BJ/1200px-YouTube_social_white_square_%282017%29.svg.png Social Media & Events - YouTube More to come [Read More] https://www.tessabarrera.com/insights daily 0.75 2024-09-01 https://www.tessabarrera.com/pr-communication daily 0.75 2024-08-31 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562588557191-AY8EM6D00GLI5A1Z54OI/pizza-hut-eye-tracking.jpg PR & Communication - Pizza Hut Subconcious Menu Built on the customer insight that menu choice is not often logical. developed the world’s first ‘Subconscious Menu’ using eye-tracking software to identify what you secretly wanted. Achieved UK National coverage and a 5minute TV feature on the The Colbert Report to kickstart US pick-up. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562438297959-0216BUYF1RWHSQ3SB9H5/tumblr_nkdsv5B0TC1uoj4yho1_r1_540.jpg PR & Communication - Diet Coke Flirt Machine Working with Diet Coke to reach lapsed female drinkers, created the first ever ‘live’ vending machine. Before of each of Katy Perry’s concerts at the O2 Arena, this live vending machine was placed outside the arena. A live Diet Coke Hunk interacted with visitors, and each person could win free prizes if they flirted and interacted with the hunk. This delivered consumer engagement, and content that landed national, consumer and social coverage for both Diet Coke and The O2. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562442102314-746DBZ2B4KVH5NGZ1DND/tumblr_nkdlnhdTmn1uoj4yho1_r1_540.png PR & Communication - Howcast Press for start up how-to video site which included over 100 press mentions in print and broadcast television in 1 year. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562588893641-JLI52LKF23MEQBZ0SR67/tumblr_nkdt22gG6i1uoj4yho1_540.jpg PR & Communication - Paddy Power Paddy Power put out a call to get them in the press by any means necessary. During a Manchester United losing streak, a special delivery was made to Man.Utd’s stadium - a waxwork model of their former manager Sir Alex Ferguson in a glass box with the cheeky message “In case of emergency break glass." After seeding the images to key influencers, the stunt created a controversial conversation amongst fans, pundits and the media that drove - 22 pieces of coverage were secured including the home page of the Mail Online, The Sun, Daily Mirror and the Daily Star. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562441685919-8HYV4LUDOBP6F2MUGMUL/images.jpg PR & Communication - Alliance of Youth Movements Directed press and social strategy for the U.S. Department of State, White House, Facebook, Google, YouTube, MTV and Columbia Law School for the Alliance of Youth Movements Summit in December 2008 working directly with social media movements that affected global political changes. Broadcast and print coverage for the events including ABC World News. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562589329818-QI8ZBUVZIBKLPMUEFZ4I/nha-thiet-ke-thoi-trang-JW-Anderson-Diet-Coke.jpg PR & Communication - JW Anderson x Diet Coke Coca-Cola wanted team to reactivate lapsed Diet Coke drinkers. Working on an insight that fashion was key for the target 30-49 year-old female, a collaboration with up-and-coming designer Jonathan Anderson. This was the first time Diet Coke would work with a designer to create limited edition t-shirts, totes and notebooks – unique accessories matching the bottle design. [Read More] https://www.tessabarrera.com/creator-marketing daily 0.75 2024-08-31 https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1ad1f66d-33dd-4148-b1a3-77c8c583e569/ezgif-2-48fdef4071.jpg Creator Marketing - air up More to come [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/47711217-f1ec-44c5-9f5f-c9781e336562/download+%281%29.jpeg Creator Marketing - Red Bull Understanding athletes were the core to authenticity to core communities, built the global social athlete strategy for individuals and teams to use our ambassadors as influencers. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562438439879-0STIVZG1SUBE2T12WB8G/tumblr_inline_pe9oy3HDNT1qzup2f_540.png Creator Marketing - Red Bull Artograph A challenge was placed on how to get our Red Bull athletes closer to their fans. Social media became the answer and the idea of Red Bull Artograph came to life as a unique social experience bringing fans closer to Red Bull athletes through exclusive and authentic 1 to 1 relationships. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1596796222799-CCXCDCQ4ZB7V9W5CF6BJ/1200px-YouTube_social_white_square_%282017%29.svg.png Creator Marketing - YouTube More to come [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562423665100-84GOUKRH8ZFOWIMWZRX2/image-asset.jpeg Creator Marketing - All or Nothing: Manchester City The social strategy focused on a distributed approach, going to where the fans were to drive awareness. Over 100 bespoke clips were made for the Manchester City team, Man City players, media, partners, and fan groups, tailored to what their own fans wanted to see. This approach drove over 125 million organic views of clips from the show. [Read More] https://images.squarespace-cdn.com/content/v1/5d1f9f5196735700013620c5/1562585086309-QSQS49JRHOWH062SIF2E/download.png Creator Marketing - Lou Lookbook The LOU iPad App was deisgned was to drive traffic to luxury brand websites by turning inspirational social feeds from our curated set of 100+ fashion influencers into one shoppable interface. Responsibility included branding, design, and content strategy. [Read More] https://www.tessabarrera.com/new-page-1 daily 0.75 2024-09-01 https://www.tessabarrera.com/red-bull-head-of-global-social-media daily 0.75 2024-09-01 https://www.tessabarrera.com/new-products-1 daily 0.75 2024-08-31